Athletic Club and NFL Launch Collaboration with Thanksgiving Watch Party at San Mamés.

Roger Hampel

Image: Athletic Club

Athletic Club and the National Football League (NFL) have announced the start of their new collaboration with a Thanksgiving Watch Party set to take place on November 27 at San Mamés. The event marks the first milestone in a strategic partnership between the Basque football club and the world’s most-watched sports league, aimed at promoting cross-cultural engagement and expanding Athletic’s international footprint.

A Strategic Collaboration Between Two Sporting Cultures

The free event, to be held in the Sala Norte of San Mamés, will feature a live screening of the traditional Thanksgiving Day matchup between the Detroit Lions and the Green Bay Packers. Doors will open at 18:00, with festivities beginning at 18:30.

The Watch Party will include interactive games, prize draws, giveaways, and a special “pintxo-pote” that combines Basque cuisine with American culinary favorites, highlighting the shared cultural celebration of sport. The event will be hosted by Julen Axpe, a local entertainer, and Javi Gómez, NFL commentator and social media director for the league’s Spanish and Latin American markets.

Athletic Club’s Internationalization Strategy Athletic Club NFL

The partnership with the NFL aligns with Athletic Club’s broader internationalization plan, designed to strengthen the global visibility of the Athletic brand and reach new audiences through strategic partnerships with high-profile organizations.

While remaining committed to its unique sporting philosophy — fielding teams composed exclusively of players from the Basque Country — Athletic aims to use the collaboration to showcase its authentic, community-driven identity to a broader audience, particularly in North America.

Jon Uriarte, President of Athletic Club, emphasized the cultural and commercial potential of the alliance:

“For Athletic Club, this partnership is a unique opportunity to share our story with massive new audiences without losing our essence. Combining our identity, which is one-of-a-kind in world football, with the NFL’s global reach opens the door to unforgettable sporting and cultural experiences.”

The NFL’s Expansion

For the NFL, this collaboration represents a continuation of its international growth strategy, which has identified Spain as a key market. Following the appointment of Rafael de los Santos as the NFL’s Managing Director for Spain, the league will stage its first-ever regular-season game in the country on November 16, when the Miami Dolphins face the Washington Commanders at the Santiago Bernabéu stadium. Several NFL franchises, including the Kansas City Chiefs, Chicago Bears, and Miami Dolphins, have recently invested in localized fan engagement and commercial partnerships in Spain.